Hot chocolate in an orange or cream-colored cup tastes better than the same cocoa sipped from a white or red cup, according to researchers in Europe, who explained that the characteristics of serving containers, including cup color, influence how people's senses perceive foods. "The color of the container where food and drink are served can enhance some attributes like taste and aroma," Betina Piqueras-Fiszman, a researcher at the Polytechnic University of Valencia in Spain, said in a news release from the Spanish Foundation for Science and Technology.